NBD Model of Repeat-Purchase Loyalty: An Empirical Investigation
Open Access
- 1 February 1969
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 6 (1) , 72-78
- https://doi.org/10.1177/002224376900600108
Abstract
This article describes a model for predicting repeat-purchase loyalty based on consumer panel data. A modification of the original model is offered that permits its application to areas in which brands are not purchased as a multiple of a single-unit pack size. Results of the original and modified models are shown.Keywords
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